Translating a Design Language into a Bestseller

The Hamburg Chrono line was first introduced in May 2024 as a collaborative project within our design team. While I contributed to the early development, including the selection of the movement, my first independent design within the Chrono family was the Hamburg Chrono Edition Küste – launched in early 2025.

The design task was to adapt the established “Küste” design code – already successful within the Hamburg collection – to the Chronograph platform. This meant rethinking color balance, and detailing so that the distinctive maritime identity of Küste would be immediately recognizable, while still respecting the technical and functional character of a chronograph.

Key design elements included:

• Dial color & maritime narrative: A deep blue dial, derived from previous Küste editions, representing the North German coastline and its connection to the sea.
• Symbolism & engraving: A custom caseback engraving of the northern fulmar (Eissturmvogel), a seabird known for endurance and freedom in harsh maritime environments. This engraving adds a cultural and geographic layer of storytelling.
• Contrast & legibility: Signal-orange accents on hands and strap stitching create a dynamic contrast against the deep blue, ensuring both aesthetic character and functional readability.
• Strap design: The exclusive edition strap integrates Küste’s visual identity through its color accents, while maintaining the practicality of the quick-change system.

From a design perspective, this project marked a milestone: the Küste motif was successfully translated into a chronograph format, resulting in a watch that quickly became a bestseller in the Sternglas collection. It demonstrated how an established brand code can be extended iteratively into new product families, while preserving coherence and creating fresh commercial impact.

For me as a designer, the Hamburg Chrono Edition Küste reflects a core competency: combining storytelling, brand consistency, and functional watch design into a product that resonates both aesthetically and commercially.